Marketing Day: Pinterest Lens, video marketing tips & YouTube’s top Super Bowl ads

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

There is no ‘I’ in successful ABM
Feb 8, 2018 by John Steinert
Contributor John Steinert explains how alignment across an end-to-end process helps sustain and scale your program.
Pinterest will let people use its image-recognizing Lens feature to augment text searches
Feb 8, 2018 by Tim Peterson
A year after debuting Lens, Pinterest records more than 600M visual searches from people each month.
Everything a CMO needs to know about video marketing in 2018
Feb 8, 2018 by Allen Martinez
Contributor Allen Martinez provides an overview of the why and how of video marketing, including an important primer on how you can get started.
Shop ‘til You Click: Creating Shopping Campaigns at Scale
Feb 8, 2018 by Digital Marketing Depot
Shopping campaigns are a major source of website traffic and revenue for retailers — and not just during the holiday season! Studies show that only 4 percent to 6 percent of the millions of retail products indexed within Shopping products actually receive clicks.
YouTube says Amazon Alexa, Bud Light & Groupon won the Super Bowl ad game
Feb 8, 2018 by Amy Gesenhues
According to YouTube’s video view counts, Super Bowl ads saw a 16 percent lift in viewership this year.
Snap back: How Snapchat’s ad automation boosted its business in Q4 2017
Feb 8, 2018 by Tim Peterson
What marketers should know from Snap’s Q4 2017 earnings report.
Apple HomePod gets mixed reviews, Nest returns to Google
Feb 8, 2018 by Greg Sterling
Google’s smart home strategy gains momentum, and Apple needs to quickly start on HomePod 2.0.
Phy’s new platform generates dynamic landing content from standard QR codes
Feb 8, 2018 by Barry Levine
Moving on from the Physical Web, the Nashville-based company is trying to make QR codes into a more flexible marketing tool.
Walmart buys a VR company on its way to invent ‘contextual commerce’
Feb 8, 2018 by Barry Levine
The purchase establishes the third ‘portfolio company’ through the giant retailer’s tech incubator, Store No 8.
Marketers have one main question to answer when it comes to AR
Feb 8, 2018 by Barry Levine
And its answer can determine if the tech endures — or is a flash-in-the-pan.
GroundTruth launches new self-service mobile-location ad-buying platform
Feb 8, 2018 by Greg Sterling
Advertisers are billed entirely on a cost-per-visit basis.
LinkedIn updates Sales Navigator with redesigned account pages, improved search
Feb 8, 2018 by Tim Peterson
LinkedIn’s latest update to its sales management tool centers around making it quicker to access information about existing and prospective clients.
Instagram tests its version of the retweet but thru Stories
Feb 7, 2018 by Tim Peterson
People in the test group can share other people’s public posts to their own Stories, and their followers can tap on the shared post to see the original.
Stop making the same mistakes: Preventing a ‘Groundhog Day’ scenario
Feb 7, 2018 by Mike Sands
Are your marketing campaigns tired and predictable? Contributor Mike Sands discusses ways to advance customer relationships to create better marketing and outcomes.
Case study: On-page + off-page SEO working together = success
Feb 7, 2018 by Eric Enge
Contributor Eric Enge offers an insightful case study on the positive effects SEO-focused content created by local influencers can have on driving targeted traffic.
Successful digital marketers possess these 3 traits. Do you?
Feb 7, 2018 by Matt Umbro
Contributor Matt Umbro lays out the qualities you should be looking for in new hires, while also cultivating them in yourself as you progress in your career.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Adobe keeps Sensei busy with new content assignments
Feb 8, 2018 by Barry Levine
The artificial intelligence layer is now supporting new ways to create, manage and present content in Adobe Experience Manager.
Does trust matter more than growth? Salesforce’s Benioff thinks so.
Feb 8, 2018 by Joe Hyland
In this age of diminishing trust, contributor Joe Hyland argues it’s time for marketing leaders to shift their emphasis.
Best practices for onboarding new clients
Feb 8, 2018 by Digital Marketing Depot
Your customers have more choices for products and services than ever before. And with the proliferation of digital communications, it’s easier for your competition to reach your prospective customers — and harder for you to stand out. To be successful, winning a new customer isn’t enough.
Going beyond Super Bowl engagement metrics to find what consumers really think
Feb 8, 2018 by Robin Kurzer
Advertisers need to consider consumer sentiment for a more complete assessment of ad performance.
Twitter’s business is finally growing again, but its audience isn’t. Maybe that’s OK.
Feb 8, 2018 by Tim Peterson
What marketers need to know from Twitter’s Q4 2017 earnings.

Online Marketing News From Around The Web:

5 Paid Media Trends in 2018, Vertical Measures
6 Last-Minute Valentine’s Day Email Ideas, Movable Ink Blog
B2B Online Stores: Dominating the Fastest Growing Market for Online Shopping, Shopify
Creating Dynamic Ads on Facebook, Practical Ecommerce
Don’t Be Afraid of Multichannel Marketing Attribution, Multichannel Merchant
Google and Facebook make up less than 5 percent of publishers’ digital revenue, Digiday
How to Rock Mobile Native Advertising, Content Marketing Institute
Seeking Influencers: 3 Questions to Ask Before You Choose, Marketo
Social Media Video Marketing Tips for Small Businesses, MarketingProfs
What is Marketing Automation and How Does It Help Marketers?, CMS Wire

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